Promoting Your Website (Part 1) - Overview
: Overview | Advertising | Our Service
Once you have created a website, you need to ensure that it
largest possible audience with the aim of driving a large amount of
traffic to your web site. This is known as SEO (Search Engine
Optimisation) or SEM (Search Engine Marketing). A carefully
designed SEO strategy and a specialist in this area can either make or
break your website.
It is important that you do not underestimate the time and
effort which is involved in Search Engine Marketing and Optimisation -
the way in which search engines find websites and decide which ones to
display at the top of their search listings is constantly being
refined, to avoid sites specifically designed to cheat the
system. You can do a lot of work yourself when initially designing your web site, although you
should ideally discuss all aspects of your site through design,
implementation and marketing with an SEO expert with several years
You can take some action to promote your website and driving
people to it, by asking other similar sites
to include links to your website, possibly through the use of an
Advertising program or by submitting your website to the various
search engines and directories which exist on the internet. This
is at least a first step and the more sites that link to your own will
ensure that the search engine robots find your site more quickly.
As most people surfing
the internet will look
for information on their desired topics, using one of the 1000s of
engines which exist, it is imperative that you take steps to ensure
site is included in search listings and also that your site appears
near the top
of listings. A lot of
people try to advise on ways to get your website to the top of listings
most popular search engine (Google),
although the actual formula used for calculating rankings on search
engines is a
closely guarded secret and changes as the internet expands.
Although we offer our own Search Engine
Optimisation service, we are happy to offer a few tips based
upon our own experience.
There are numerous tools for submitting
websites to search engines, although we have found that many,
especially the free ones, tend to include out of date information on
search engines; submit your website to 1000s of FFA link sites (which
tend to result in you receiving a large amount of junk emails) and
cannot handle the search engine submission pages which require you to
enter a randomly generated verification code (the code appears as a
graphic which cannot be interpreted by most software). As a
result, many of the various programs and free submission pages on offer
say that your site has failed ot be submitted to many of the well known
One of the options around this is to pay a web
site promotion company to promote your website for you - the problem
with this is that it can prove to be very expensive, incurring an
annual charge and you also have to be careful to check how often your
site will be re-submitted (or changes submitted to the search
engines). This should be once a month ideally, although if you
upload a host of changes to your website, it would be beneficial to
submit the new pages as soon as possible.
You do however, need to beware as many search engines will not allow
submit a website more than once per month, or, even worse, may treat
this as a
form of spamming.
Google provide a very
useful tool to allow you to check your site statistics within their
GoogleBot web robot (the program which they use to trawl the internet
and create an index of websites). This tool is called Google
and allows you to see the main keywords used to access your website and
also how your website ranks compared to other similar search
results. You can find out which are the most common keywords used
on your web site and using this information, you may decide that you
need to amend the actual text on your web site to ensure that the words
you want to promote appear as the most common. Google Sitemaps
is also very handy to find out if your highest search engine rankings
are actually bringing visitors to your website - if not, it is useful
to look at the search results and compare the text your website
displays in a search to other high ranking web sites.
You can then use a
program such as Internet
Business Promoter to analyse your website against the higher
ranking websites and find out useful suggestions on how to improve your
page ranking, based on a comparison of keywords, website titles,
contents of your website and much more in order to improve the SEO of your
requires a small bit of capital investment yourself, we believe that
the cost of software to submit and report on the search engine rankings
of your website, should soon pay for itself and provide you with the
control you need to ensure that your website is regularly submitted to
the most popular websites (and not just FFA links) and new website
pages notified to the search engines as soon as possible. Plus,
if you wanted to offset the cost of purchasing the software, you could
always set up your own business promoting other people's websites on
their behalf !!
Automated Site Submission
at a wide variety of software to help you perform this task, we believe
that the most comprehensive and easiest to use packages are the Internet
Business Promoter from Axandra and SubmitWolf
Business Promoter ("IBP") provides an easy to use interface to
allow you to set up several projects - each project can contain a list
of websites to be submitted to over a 1000 search engines and
directories. In comparison with SubmitWolf (below) it would appear to
be slightly more expensive at first glance, costing €149.95 (approx
$190 for European purchasers). However, it costs $149.95 for US
customers, the same as SubmitWolf and European customers do not have to
purchase any extra search engine packs - the difference is that
European customers have to pay VAT.
Business Promoter comes with free search engine updates for the
first 90 days and costs after that for regular updates are from €79.95
(approx $100) per annum. Updates to the main program remain free.
only does IBP include a submission engine and tools to help you to
promote your website, including an in-depth help file; but it also
provides an extremely useful top 10 ranking report (equivalent to some
of the tools provided in the SEO Toolkit available separately for use
with SubmitWolf). Internet Business Promoter also provides links
to online documentation on ways of enhancing your HTML code in order to
overcome shortcomings in the way in which search engines index a site
(for example, where you use flash animations, frames or pictures on
The top 10
ranking report compares your site against the top 10 ranking sites for
a given search term on a chosen search engine. This then
compares the way in which various elements on the page have been used
by these top 10 sites as against the way in which they are used on your
webpage, highlighting where you need to consider making changes.
This provides an in-depth report which you can view as HTML, text, a
Word document or a PDF file and considers things such as the title,
keywords, description, start of the body text and link popularity.
What is more,
both Internet Business Promoter and Arelis (see below) uses an Internet
Explorer interface to communicate with the internet (although this is
not obvious to the user). This does mean, that if you have an
internet accelerator installed (such as the OnSpeed), then the programs will automatically
benefit from the increased speed of internet access which they offer.
SubmitWolf costs from $149.95 provides an easy to use
interface to allow you to set up several projects - each project can
contain a list of websites to be submitted to over a 1000 search
engines and directories and over 500,000 link pages. You are able
to enter the details of page title, description (both brief and
long), keywords for each URL by hand, or ask the program to read in the
details from the pre-existing file. Contact details only have to
be added once per project and you can then quickly select which search
engines, directories and FFA link pages you want to submit the project
quickly submits all the information to the selected sites and search
engines, saving you hours in tracking down the relevant submission
pages and entering the details by hand for every search engine.
The list of search engines is updated daily, ensuring that it is rare
for any results to come back as "submission failed".
also contains a set of rules for each search engine to prevent your
site (or webpages) being submitted to each site too regularly
(resulting in it being seen as spam) and also preventing you from
submitting your site to search engines which would deem it to contain
unsuitable content (some search engines only permit sites from within
their geographical area for example).
database of useful information and tips on how to make your web pages
search engine friendly and how to improve your ranking is also included
with the package. It also includes a free program to assist you
with making priority submissions to those programs.
Toolkit can be purchased separately, for an additional $150.00 which
provides tools to analyse the top 10 rankings and compare them to your
own website. It will also keep track of what search terms people
are using to reach your website, track Pay Per Bid entries (such as
provided by an Overture account) and
check whether reciprocal links are still in force.
may need to purchase additional search engine packs for use with
SubmitWolf, depending on the location of your internet domains - these
range from $14.95pa to $49.95pa. Only the US search engine
database is initially included with the program and you will need to
pay yearly for your chosen search engine packs. Updates to the
main program (ie. from v6 to v7) are also chargeable separately.
Both pieces of
software will automatically submit your site to the various search
engines, with the only real interaction from you, being required should
a site need a random verification code. IBP works more
slowly than SubmitWolf, as the latter can open up to 50
concurrent connections to search engines to speed up the submit process.
Controlling Links to your Site
excellent program from Axandra, is Arelis,
which is used to increase the number of sites which link to your own
website. Arelis allows you to search the internet for sites
which either offer similar services to your own, or which link to your
rivals. It will then find the contact details for each website
and allow you to preview each website and then send a standard email to
the owner (if you wish) asking them to add a link to your own
website. It will also build a links page back to those websites
which agree to link to your own, so that you may upload this to your
own website (providing cross promotion). Links back to your own
site, can be checked to see if they remain live and removed if required
from the links page.
provide a free, but extremely useful regular Search Engine Facts newsletter which provides
useful tips on getting your website to appear towards the top of search
engines. You may also want to download their free search engine ranking checker which allows you to check on
the popularity of links to your website from other websites and how
they compare to similar sites within specified search engines.
All of these
tools form part of the essential toolkit for the website developer.
of the other main areas which you need to consider is whether and how
to advertise your website in order to reach the widest possible
audience. Our next section therefore looks at Website Advertising.